What began as a repositioning brief, turned into a first in market for QIC GRE’s new vision. eskimo was originally approached to reposition Eastland Shopping Centre for a premium offering and market, and to create the logo mark and the B2B collateral.

Positioning Eastland— as the magnetic heart
of the region.

Our response, based off community insights, was the development of a creative platform centred around ‘coming together’, positioning Eastland as the magnetic heart of the region. eskimo devised a graphic language that expressed this idea by first examining the letters ‘T’ and ‘L’ in ‘Eastland’ transforming into framing brackets. From this same graphic we created a signature weave as a representation of being a part of the fabric of the community.

The photographic approach was textural, timeless and tailored – a monochrome suite to elevate Eastland to the premium positioning they were after.

While establishing Eastland’s B2B brand, there was a business-wide decision for QIC GRE to move away from the transaction led business approach of their shopping centres, to putting people at the heart of everything they do; listening to the communities they serve and creating destinations that facilitate meaningful experiences.